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Mediative Blog: The Digital Results People

New Mediative Research: The Value of Optimizing Your Google Places Listing

Mediative has done a lot of online research over the years, using eye track­ing tech­nol­ogy, remote sur­veys, click map­ping and face-to-face inter­views to exam­ine how peo­ple inter­act with web pages.

Location based marketing has become a critical component of digital marketing strategy. With that in mind, we wanted to examine how peo­ple inter­act with search results from Google Places list­ings to answer these questions:

  • image of a heat mapWhere do searchers look on the page?
  • Does it make a dif­fer­ence if a list­ing has reviews?
  • Do peo­ple really look at the map?
  • Is Google’s Golden Tri­an­gle still applicable?

Using the Tobii eye track­ing tech­nol­ogy in our Toronto office’s Tive­Tank research lab, we put Google Places busi­ness list­ings to the test. We also ran the study online and mapped visitor click behaviour. In the study, we cre­ated a sce­nario that included searches across four cities, on a vir­tual road trip.

We looked at the impor­tance of social sig­nals in a Google Places list­ing, the effect of thumb­nail images, and what hap­pens when a list­ing offers more click­able assets.

Here’s an example “heat map” from the study that shows the aggre­gated results of where peo­ple were look­ing on the screen.

The full results of the eye track­ing and click map­ping research will be released in a whitepaper exclusively to Mediative subscribers on November 5th. The whitepaper will include heat maps, click maps, and analy­sis of the results with rec­om­men­da­tions on mak­ing the most of your Google Places list­ing.

Sub­scribe now to receive this valuable insight.

Contact us for a free con­sul­ta­tion about your company’s online mar­ket­ing strat­egy. To see more of our whitepapers and research, visit www.mediative.ca/research

Comments /

  1. Cody Baird says:

    Thanks for the post Karl. I just subscribed to your newsletter. I would love to get a copy of this whitepaper.

  2. Karl Hourigan says:

    Hi Cody, thanks for requesting the white paper. It should be in your inbox. You might also be interested in this accompanying cheat sheet: http://mediative.ca/content/pdf/cheat-sheet/CheatSheet-GooglePlacesTipsforBeginners.pdf

  3. [...] analysis couldn’t provide. A recent eye-tracking study by Yellow Pages Group company, Mediative, showed how customers behaved when they viewed samples of Google local search results. It showed [...]

  4. Study: Reviews And Images Drive Clicks In Mobile | Top SEO News says:

    [...] November Canadian digital agency Mediative (owned by Canada’s Yellow Pages Group) released an eye- and click-tracking study focused on Google Places and Google Maps on the PC. We wrote up the results when they were [...]

  5. Study: Reviews And Images Drive Clicks In Mobile - SC Web Design Group says:

    [...] November Canadian digital agency Mediative (owned by Canada’s Yellow Pages Group) released an eye- and click-tracking study focused on Google Places and Google Maps on the PC. We wrote up the results when they were [...]

  6. Study: Reviews And Images Drive Clicks In Mobile | Market 7 says:

    [...] November Canadian digital agency Mediative (owned by Canada’s Yellow Pages Group) released an eye- and click-tracking study focused on Google Places and Google Maps on the PC. We wrote up the results when they were [...]

  7. Study: Reviews And Images Drive Clicks In Mobile : eMarketing Wall says:

    [...] November Canadian digital agency Mediative (owned by Canada’s Yellow Pages Group) released an eye- and click-tracking study focused on Google Places and Google Maps on the PC. We wrote up the results when they were [...]

  8. Study: Reviews & Images Drive Clicks In Mobile | Market 7 says:

    [...] November Canadian digital agency Mediative (owned by Canada’s Yellow Pages Group) released an eye- and click-tracking study focused on Google Places and Google Maps on the PC. We wrote up the results when they were [...]

  9. Study: Reviews & Images Drive Clicks In Mobile - SC Web Design Group says:

    [...] November Canadian digital agency Mediative (owned by Canada’s Yellow Pages Group) released an eye- and click-tracking study focused on Google Places and Google Maps on the PC. We wrote up the results when they were [...]

  10. [...] few months ago, we ran a study of Google Places on the desk­top with our eye track­ing tech­nol­ogy and recorded where peo­ple looked on the [...]

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Mediative: Scalable Digital Marketing Solutions

Experience
performance

Reach more buyers. Increase conversions. Turn insights into ROI. Monetize your digital properties. We can help you achieve the best return on your digital marketing investment.

What we can do for you

Take advantage of our areas of expertise to serve your specific needs.

  • Data

    Leverage our first party data and knowledge on how to deliver the right message to qualified audiences across all digital marketing channels.

  • Performance

    Find qualified audiences, capture their attention and convert them by ensuring a clear path to purchase and a maximum ROI.

  • Mediative Lab

    Combine the latest innovative technologies and data-driven research to drive digital performance.

  • Monetization

    Maximize the value of every visit to your digital properties, and discover new sources of revenue with our range of custom publisher solutions.

Gain insights to help you grow

Use our knowledge to improve your business: get our latest research, case studies, and insights sent straight to your inbox.

Our digital marketing solutions

Mediative Search Performance

Display network & digital media

Target millions of highly qualified consumers across all the right sites.

Search & performance

Leverage our thinking and solutions to deliver meaningful results.

Mediative Display Network and Digital Media
Mediative Location Based Mobile Marketing

Creative services

Influence online users with high-impact creative and persuasive content.

Location-based mobile marketing

Target online consumers locally to drive traffic to your stores.

Mediative Creative Services